Not all venue fans spend the same—and in 2025, we’re seeing clear shifts depending on show size and capacity. From smaller GA clubs to massive arenas, fan behavior is evolving.
While Q1 started soft for attendance and overall ticket volume, fan spend per head is on the rise—especially in arenas and stadiums. Here’s what the latest venue merchandise data tells us, broken down by capacity and fan behavior trends.
Attendance Is Down, but Fans Are Still Spending
- Average attendance is down across large venues: 10–15k and 15–20k arenas saw a ~4% year-over-year dip, while 20k+ stadiums dropped by 9%.
- Genre-specific tour schedules are impacting crowd sizes: Pop and rock tours are still drawing larger audiences, while hip-hop, R&B, and country tours often run at slightly lower capacities—pulling the overall averages down.
- Takeaway: Even with softer attendance averages, fans who show up are spending at strong levels—making every purchase opportunity count.
Merch Conversion Is Stable (or Growing in the Biggest Rooms)
- Across all venues, ~20% of fans are still buying merchandise, consistent with 2024 levels.
- 20k+ venues saw a small uptick in merchandise purchase rates, proving that fans at the largest events are highly engaged.
- Takeaway: Fan intent to buy remains strong—especially when venues streamline the purchase experience.
Genre Matters: Who’s Driving the Most Merch Sales?
- Pop & Rock fans continue to dominate merchandise buying rates across arenas and stadiums.
- Hip-Hop & R&B events saw increased merchandise conversion, particularly in 20k+ venues where exclusive drops and limited editions are common.
- Country fans may buy less often but spend more per order, especially in 15–20k venues.
- Takeaway: Tailoring merch strategies by genre—exclusive hip-hop drops, premium country bundles—can drive incremental revenue even with fewer fans overall.
When Fans Spend (Hint: It’s Early and Often)
- 10–15k venues: Strong pre-show and first-set sales windows.
- 15–20k venues: Dual peaks—pre-show and mid-event.
- 20k+ venues: The biggest pre-show surge, with encore sales boosted by mobile ordering and suite purchases.
- Takeaway: Mobile ordering and pop-up POS options are critical to capturing peak demand moments without long lines or lost sales.
What’s Working in 2025
- VIP focus is paying off: Concierge services and suite ordering mean premium guests are spending more without ever leaving their seats.
- Mobile ordering is streamlining GA purchases: Fans can browse early, buy faster, and avoid the lines—leading to higher transaction volume and happier guests.
- Takeaway: Making it easier to buy (no matter the seat) is converting more fans and speeding up overall sales flow.
Bottom Line
Smaller shows are trending up, and big arenas are seeing lighter attendance—but fans are spending more per head than ever, especially when the buying experience is frictionless. With mobile ordering, VIP concierge service, and genre-specific strategies, venues can offset attendance dips and capture every possible sale.
Want to dig into your venue’s per-head performance or mobile ordering setup? Let’s talk.
Cheers!
The atVenu Team
